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How do materialists choose prominent brands in emerging markets?

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  • Siahtiri, Vida
  • Lee, Wai Jin (Thomas)

Abstract

Materialism is a worldwide phenomenon. However, our knowledge about the effect of materialism on consumer brand choice is limited. This study unlocks the path from materialism to brand prominence focusing on fashion, quality, and price consciousness. Our findings within the Chinese context show that the paths from materialism to fashion, quality, and price consciousness are positive. Further, we found that the paths from fashion and quality conscious to brand prominence are positive, while the path from price conscious to brand prominence is negative but not significant. These findings have significant implications for brand managers in emerging markets.

Suggested Citation

  • Siahtiri, Vida & Lee, Wai Jin (Thomas), 2019. "How do materialists choose prominent brands in emerging markets?," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 133-138.
    • Handle: RePEc:eee:joreco:v:46:y:2019:i:c:p:133-138
    DOI: 10.1016/j.jretconser.2017.08.021
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    Cited by:

    1. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Raza, Mohsin & Khalid, Rimsha & Loureirco, Sandra Maria Correia & Han, Heesup, 2024. "Luxury brand at the cusp of lipstick effects: Turning brand selfies into luxury brand curruncy to thrive via richcession," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Lim, Weng Marc & Phang, Cynthia Su Chen & Lim, Ai Ling, 2020. "The effects of possession- and social inclusion-defined materialism on consumer behavior toward economical versus luxury product categories, goods versus services product types, and individual versus ," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    4. Aw, Eugene Cheng-Xi & Chuah, Stephanie Hui-Wen & Sabri, Mohamad Fazli & Kamal Basha, Norazlyn, 2021. "Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    5. Pangarkar, Aniruddha & Patel, Jayesh & Kumar, Sampath K., 2023. "Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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